Rolling Out "The Red Carpet"
Learn how PAN helped NorthStar Moving promote the positive experience moving can be.

Capturing Award Is A Winning Approach
See how PAN increased visibility in the crowded SMB space.

Thought Leadership Program Gets Consulting Firm Noticed
Combining survey results with bylined articles opens the door with top- tier media. Discover how PAN scored great results.

Starting Regional ... Going National
Learn how PAN helped this North Carolina real estate information services company gain widespread recognition.

Carving A Niche In The Market
See how PAN created a buzz around a unique application.

Getting The Most Out Of Your PR Program -- The Campaign Approach
by Christina Morris, Senior Account Manager

To gain the most impact possible for a significant milestone, such as a company or product launch, consider a multi-faceted – or campaign – approach to your PR program. This involves looking at your goals and objectives and then creating a campaign that builds one element with the next to increase the reach of each. Let’s use the example of a company launch (or even re- launch).

Awareness building activities need to begin several months in advance. At PAN, we start with a media audit to gauge how best to position the client. We reach out to reporters in the industry, probing to learn who they perceive as leaders in the space and what the hot button issues are. Next, we outline the client’s strengths, weaknesses, opportunities, and threats and provide the client with messaging and positioning statements that best communicate their value proposition.

We conduct a flurry of activities for advanced visibility. Three to four months before a company launch, for example, we often recommend that the client commission a survey highlighting the pain points in the industry. Survey results can be leveraged throughout the campaign. Additionally, the PAN team reaches out to secure byline article placements so that the client can demonstrate thought leadership throughout their industry. Blogs are also an excellent way for company executives to share fresh, thought-provoking content, leveraging key issues in the space as discussion points. This kind of “whisper campaign” generates early buzz and drives familiarity. Inviting industry luminaries to be guest bloggers lends added credibility to the medium. Later, this activity can be utilized for a corporate blog.

During this pre-launch time, business press opportunities that showcase relevant news stories are pursued to highlight the client’s understanding of pivotal issues affecting the industry. Additionally, we often create “teaser” announcements to pique the interest of influencers and media while still keeping the shroud of secrecy around the big announcement.

An important aspect of these campaigns is building relationships for top executives with key members of the press. By the time the major launch announcement occurs, key executives should have already met with top reporters two or three times to develop some rapport. Cultivating these substantive relationships is time well served. Executives who offer their perspective on topical issues often find themselves being a sought after source for on the spot commentary on the latest industry trends.

After the launch, it’s important to keep the momentum through the core media relations program, such as generating news on a regular basis, conducting editorial outreach, developing customer programs, making award submissions, and contributing byline articles and Q&As. These rolling thunder activities keep the client in the forefront of the industry to reinforce their identity.

This campaign-driven approach has proven to heighten market awareness and fuel interest in the client’s vision. The launch itself isn’t everything. It’s this long-term, strategic approach that helps organizations reach a broader audience and have a more profound impact on the business community.

Working with PAN:

LiveCargo
Greensboro, NC

Doug Young, CEO

LiveCargo, based in Greensboro, North Carolina, provides productivity software that enables seamless mobility. Using LiveCargo, mobile users can access their files any time, anywhere, using almost any device. The company offers patent-pending technology that enables users to securely send, share, store and collaborate on any type of file using smart phones, PCs and other wireless computing devices.

Why did you choose PAN as your PR agency?
PAN Communications was referred to us and upon reference checking within their client-base, we found that they had a good reputation as a PR firm with specific experience in the wireless and technology sectors. As a result of PAN's reputation, LiveCargo engaged them to assist us in building a recognizable brand through various venues, including trade publications, regional dailies and on-line sources which targeted LiveCargo's market. PAN was also a real catalyst in shaping our corporate message and strategy. We knew we needed to ensure our messages were succinct and clearly touted our differentiators.

What were you looking for PAN to accomplish?
LiveCargo's primary objectives were to get awareness of its products and services in the United States, and in some cases, Asia. With data centers in Singapore and DC as well as an office in China, we needed to have a presence in each of these markets. PAN took this information, along with our business plan, and leveraged it to get LiveCargo coverage and a sharper message with respect to strategic positioning. We started with an extensive message development and positioning workshop. The PAN team, spear-headed by Director Linda Miller and Account Manager Ann Shannon, researched our competitors, talked with reporters and analysts, and did a review of how everyone in the market was positioning themselves. The team then came to our offices in North Carolina and conducted a full day session with my team where we pored over the results, discussed the research, and together came up with our key messages. Following that session, we were off to talk to analysts for validation of our positioning. Those meetings were invaluable for us, providing us feedback on not only our messages, but our product roadmap and vision. The relationships that we formed will serve us well in the future.

What was the most important thing you've gotten as a result of your PAN relationship?
The most important deliverable that we received from PAN was the creation of a concise and clear messaging strategy that more accurately defines our business and our markets. In other words, PAN assisted us in the creation of a positioning statement and "sales strategy” that would quickly and accurately depict who we are as a company. We did not realize the importance of this exercise until we started the media and analyst tour, especially considering the small amount of time typically given in a briefing and interview. Since our start, the PAN team has secured coverage for us in national, regional and trade publications, including Computerworld, Smart Phone and Pocket PC as well as BusinessWeek.com.

What are your plans for the next 90 days?
Execution, execution, execution. Now that LiveCargo has a clear vision and strategy, we must execute flawlessly to become the preferred partner for our resellers.

In September, we welcomed three new clients to drive their public relations efforts, including blogging and new media programs. The clients are Aperture, iTKO, and Genuitec. So far in October, consumer electronics companies VenMill and G-Tech Bags have joined the firm.

Jason Ouellette Joins Senior Management Team

Congratulations to Jason Ouellette who was recently promoted to Senior Account Manager! We thought we'd take this opportunity to give you an inside look at Jason's workday and interests outside the office.

Why did you choose PR as a career and how did you get started?
I liked the idea of telling a story to get people interested in a topic. I had the opportunity to play college football and did my student work in the athletic department. I helped out in the sports information department and was given the opportunity to write releases, work with local papers and answer questions from the media early on. I was interested in how this would work on a larger scale so it was at that time that I started to think about PR as a full-time career.

In your new role as Senior Account Manager, What are your day-to-day responsibilities?
As a Senior Account Manager at PAN I’m definitely involved in the day to day activities on my accounts – but more with how the results my teams are securing fit with the business goals of my clients. I look at what’s coming down the pike – not necessarily tomorrow, but three and six months down the road. I think about what I can do today that will translate into meaningful results later. I need to make sure we’re doing the right things to get there. I also make sure my teams understand the messages and are on board with what we’re going to accomplish. In addition to my client responsibilities, I'm looking forward to having a larger role within PAN. As a Senior Account Manager, I will work closely with Phil and Mark on managing the agency as it relates to my portfolio.

Any other interesting aspects of your job?
I get pretty excited about new technologies in the market. I’ve had the good fortune to work on some pretty cutting edge stuff and to talk with the media about those has been very rewarding. I also like coaching and mentoring my teams – I even do that in my free time!

What's your favorite thing about your job?
That each day there is a different challenge set in front of me. Whether it is how we name a market for a client, get a client top-tier business press or win a new piece of business, the challenges are here for me everyday.

How do you add value to your clients?
By telling them something they might not have known or just something different – from an outsiders point of view. My clients know their business – what I know is what the media is looking for and what we need to demonstrate to make our story interesting. Also, by staying on top of general business stories, I am able to come up with a few ideas on where I think our clients can speak and how we can get them that piece of coverage that they weren’t expecting.

What are your goals for the next six months?
I want to continue to grow here at PAN, and look at areas that we may not have focused on in the past. I hope that in six-months I am able to say my current clients are doing well, my teams are motivated and I’ve added value to the firm.

What do you like best about PR?
The ability to see results. If you are on top of your game, up to speed on current trends and are able to stay to the point of your message, good things will come out of your pitch and/or campaign. Each and every thing I do in PR is interesting – trying to figure out how I’m going to get my client noticed in a meaningful way is often very challenging. Being able to bring in creative, intelligent and aggressive people makes each project rewarding – I totally enjoy working with my colleagues and watching them grow as I have.

What do you do in your free time? Any hobbies?
I am in the midst of the football season and am the defensive line coach at Andover High School. So when I am not in the office, I am on the field – it’s my seventh year of coaching here in Andover. Football was something that I was lucky enough to play for over 13 years and I enjoy going out every day with those young men and teaching them something new or just helping them find that little bit extra that’s going to help us succeed. I also really enjoy cooking and trying new dishes. Some turn out better than others, but that’s the case with everything in life. And after the cooking is done, working out and trying to stay in shape. I also like to ski – a bit of a new sport for me, but I’m getting better every year!

PAN again exhibited at the Search Engine Strategies show, August 8-10 in San Jose. As a leader in new media strategies, the PAN team participated in all the show had to offer. Read about it on our blog at prSpeak

Congratulations to our HR assistant and long-time PAN staffer Kristen Kelley and her husband on the birth of daughter, Brooke Marie and to PAN Controller Gary Torpey and his wife on the birth of Sean Richard.

On August 18, PAN sponsored its 10th annual Summer Outing and Clam Bake. Everyone joined together at beautiful Rye Beach, New Hampshire for a day of fun in the sun. The junior associates team won a cactus building competition and the “Wiffle Nelson” team of Tim Munroe, Shane Kendall, Ashley Connors and Amanda Fontaine won the Wiffle ball tournament. PANtastic prizes were given to all winners!